Compaq breaks brand campaign

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Compaq Computer Corp., Houston, breaks its long-awaited TV brand campaign with a 60-sec. spot on the Grammy Awards Feb. 24. Compaq, the world's No. 1 PC maker, will use brand ads to promote its broader capabilities in business computing and the Internet. Compaq is boosting overall global ad spending to in excess of $300 million, said Andrew Salzman, VP-worldwide advertising and brand strategy. That's a 50% increase over the estimated $200 million Compaq had been spending. Print will remain the centerpiece of the global brand and product ads, but the brand effort also includes the largest TV and Web campaigns in the company's history. Ads from DDB Needham Worldwide, New York, retain the signature "Q" and "Better answers" tagline launched last summer. Go here for the full story.

Copyright February 1999, Crain Communications Inc.

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